BFCM On Tour Shopper Personas

ORION The Strategist

Highly Planned

Shops for Self

Meet Orion: He’s not shopping for others, he’s leveling up his own life. Treating himself to that tech he’s been eyeing since spring and the wardrobe refresh that’s overdue. Every purchase researched, every wishlist item tracked, every move calculated for maximum value.

Representing a group that’s 62% male, 38% female and 38% Millennial, he’s the strategic upgrader who treats BFCM as his personal reward season. Patience fuels his strategy, reviews guide his decisions, and BFCM discounts justify the splurge. This isn’t just shopping; it’s his payoff moment.

ORION

In fashion, Orion’s building his signature look one strategic purchase at a time. He’s been wanting that leather jacket since March, mentally upgrading his wardrobe all summer, and now it’s time to execute.

For 45% of shoppers like Orion, research happens in the days leading up to BFCM, but the wishlist has been building for months. This isn’t impulse shopping, it’s strategic patience paying off. About 46% of shoppers like Orion already use, or plan to use, AI tools during BFCM, with ChatGPT leading the charge for 67% of AI users. He is using AI mainly for price and deal comparison (41% of use cases), making sure he’s getting the absolute best value across retailers before committing. AI isn’t about discovering new styles, it’s about locking in the lowest price on items he already wants.

Timing is important. 65% of shoppers like Orion deliberately or slightly delay regular fashion purchases to wait for BFCM. 20% wait to make their major, more expensive fashion purchases during BFCM. He’s wanted to add those designer sneakers to his wardrobe all year, but refuses to pay full price when he knows BFCM will deliver. When it comes to motivation, 53% of shoppers like Orion shop BFCM to treat themselves to something new and 48% are upgrading or replacing wardrobe staples at better prices.

Loyalty perks sweeten the deal. He’s more likely than other personas to shop directly on brand sites, bypassing third-party retailers to stack member discounts, earn points on big purchases, and access exclusive drops. When you’re investing in a new look for yourself, brand loyalty pays off.

62%

of shoppers like Orion say loyalty programs, points, or early-access perks influence their purchase decisions.

78%

rely heavily or moderately on reviews to confirm fit, quality, and value before making a purchase.

“I'm looking for deals to expand my wardrobe. I plan ahead, researching prices and where I can use loyalty points to score pieces with the 'it' factor.”

- Brandon, 29, AUS

BFCM Shopping

Regular Shopping

30%

become more loyal during BFCM, prioritizing shopping their favorite stores first.

During BFCM, Orion's in execution mode. 50% of his shopping is mostly or entirely online, allowing him to compare prices across retailers and efficiently check off his wishlist without fighting crowds. He's focused and deal-driven, this is when months of planning turn into cart adds. Brand loyalty intensifies during this time, with shoppers like him gravitating toward their favorite stores first to maximize member perks and exclusive access before branching out.

66%

of shoppers like Orion could be easily convinced to shop outside of their favorite brands.

Outside of BFCM, Orion's shopping is more lowkey. He visits stores more frequently with only 38% of his shopping mostly or entirely online. He shops IRL to browse and try things on. Without the urgency of time-sensitive deals, he's buying less per trip and taking his time. Brand loyalty softens significantly, with shoppers like him open to discovering new labels worth adding to the rotation.

Offer Free Shipping

Orion is looking to upgrade his wardrobe, buying lots of items at once. Sweeten the deal by offering free shipping with lowered or no thresholds. This reduces the barrier to entry and encourages shoppers like Orion to checkout.

Reduce Choice Overload

Help shoppers avoid analysis paralysis. Create curated collections of standout items to reduce shopping fatigue. Make it easy for Orion to find ‘the perfect purchase’ without all the effort.

Highlight Review Themes

Leverage AI Reviews Summaries to give Orion instant insights into what’s being discussed across reviews. Let him click into specific topics like fit, comfort, or material quality to dive deeper into the areas that matter most to his purchase decision.

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